Let’s pause and rewind to the time when Subway Malaysia took advertising to a new level with its latest out-of-home (OOH) campaign. Launched at Pavilion Kuala Lumpur from 10 June to July 2022, the campaign features a 3D activation that brings the brand’s mascot, Sabweh, to life. Subway 3D billboard showcases Sabweh alongside popular Subway items like the Tuna sub and the limited-edition Seafood Patty sub. This eye-catching display is part of the “One Foot Closer 3D” campaign, which aims to connect with Malaysians through culturally resonant imagery.
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One Foot Closer…
Designed by a Malaysian artist, Ernest Ng, Sabweh represents the local community’s love for Subway. Ng, known for his “Don’t like that la bro” comic series, infused Sabweh with a playful and relatable personality. The campaign was unveiled during Ramadan, emphasising family and togetherness. So, one foot closer to a more joyful family… along with your favourite sandwich, maybe?
“We felt that the lovable art piece deserves a bigger stage, and decided to engage Ernest to create a series of limited-edition Raya-themed versions of Sabweh that our guests can take home this festive season,”
Subway’s Representative
Beyond the eye-catching 3D billboard, Subway launched “Subway Mini World” exhibitions. These miniature showcases, created by MinNature Malaysia, depict iconic Malaysian landscapes. The first exhibit debuted at Tiffin at The Yard in Kuala Lumpur, and then traveled to Queensbay Mall in Penang. These interactive displays celebrate Subway’s deep roots in Malaysia and provide a creative way for fans to connect with the brand.
Subway’s Ramadan initiative, “Satu Kaki Lebih Mesra” (One Foot Closer), showcased touching videos that celebrated family bonds and the power of forgiveness. The campaign also introduced special menu items, like the Italian B.M.T. and Chicken Teriyaki footlongs, priced at RM19.00 each. These limited-edition delights were crafted to foster togetherness and joy during the festive season.
Campaign Takeaways
Subway’s marketing efforts aim to deepen its connection with the Malaysian community. By incorporating local culture and art, the brand creates memorable experiences for its customers. The campaign has been well-received, showcasing the power of creative and culturally relevant advertising.
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